Artificial Intelligence Adoption and Perceived Business Performance in Kosovo: Evidence from a Firm-Level Survey
This study examines the associations between Artificial Intelligence (AI) adoption and organisational outcomes among businesses in Kosovo, focusing on customer communication, process facilitation, organizational satisfaction, and perceived business performance. A quantitative cross-sectional design was employed using survey data from 250 respondents representing 250 distinct businesses. Data were analysed using descriptive statistics, reliability analysis, Pearson correlation, linear regression, an independent-samples t-test, and a chi-square test.
The findings indicate significant positive associations between AI adoption and the examined organisational outcomes. AI adoption was positively associated with organizational satisfaction and perceived business performance, while regression analysis showed that it significantly predicted perceived business performance, explaining 37% of its variance (R² = 0.37). Corporations reported higher AI adoption than family-owned businesses, and perceived COVID-19 impact was significantly associated with AI adoption. Overall, the findings suggest that AI adoption is associated with improved organisational processes and higher perceived business performance in the Kosovo business context. Given the cross-sectional design and self-reported measures, the results should not be interpreted causally. The study provides firm-level evidence from an underexplored emerging economy and offers implications for managers and policymakers supporting responsible AI adoption and digital transformation.
Copyright© 2026 The Author(s). This article is distributed under the terms of the license CC-BY 4.0., which permits any further distribution in any medium, provided the original work is properly cited.
Article's History: Received 29th of May, 2026; Revised 9th of July, 2026; Accepted 25th of July, 2026; Available online: 30th of September, 2026. Published as research article in the Volume XXI, Fall, Issue 4(94), 2026.
Memishi, S., & Mehmeti, F. (2026). Artificial Intelligence Adoption and Perceived Business Performance in Kosovo: Evidence from a Firm-Level Survey. Journal of Applied Economic Sciences, Volume XXI, Fall, 4(94), 1241 – 1266. https://doi.org/10.57017/jaes.v21.4(94).08
CRediT Authorship Contribution Statement: Memishi, S.: Conceptualization, methodology, literature review, questionnaire design, data collection, interpretation of results, writing – review and editing, final approval of the manuscript. Mehmeti, F.: Formal analysis, questionnaire design, writing – original draft preparation, literature review.
Acknowledgements/Funding: The authors declare that no specific funding was received for this research from any public, commercial, or not-for-profit funding agency. The authors express gratitude to all business representatives who voluntarily participated in the survey and contributed valuable information to this research.
Conflict of Interest Statement: The authors declare that there are no conflicts of interest related to the publication of this manuscript.
Data Availability Statement: The data supporting the findings of this study are available from the corresponding author upon reasonable request.
Ethical Approval Statement: This study involved voluntary participation through an anonymous questionnaire survey conducted among business representatives in Kosovo. All participants were informed about the purpose of the research and provided informed consent before completing the questionnaire. No personally identifiable information was collected. According to the institutional requirements applicable to the authors, formal ethical committee approval was not required for this type of anonymous survey-based research.
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